Color plays a powerful role in branding, influencing how consumers perceive and interact with products. From the emotions that different hues evoke to the cultural significance of color, the psychology behind color choices is crucial for creating successful brand identities. Or, in simpler terms, the colors you use in your marketing campaigns can directly impact the way that consumers respond. Drawing on Joe Hallock’s research on color psychology, here are a few key takeaways on how brands can harness the power of color to shape consumer behavior.
Color Perception Is Influenced by YOUR Society
Consumers from different cultures perceive color in unique ways. In branding, understanding cultural color preferences is essential. For example, while black might signify luxury or sophistication in Western countries, it’s associated with mourning in others. Similarly, red can be used to symbolize love in the US, but it can represent misfortune in other nations. Green in the United States symbolizes nature and good luck, but in other countries it is seen as a sign of religion, infidelity, and even death. It is essential to know your audience at a cultural level, so you select a color palette (and phrasing – but that is a different conversation) that evokes the right response.
We Don’t Just SEE Color, We FEEL It
Color doesn’t just influence what we see; it affects how we feel, and those feelings vary from person to person. Hallock points out that factors like age, mental health, and even mood can impact how a consumer perceives a color. For example, younger consumers may be drawn to vibrant colors like red and orange, which are apt to feel exciting and energetic. Meanwhile, older audiences may associate those colors with warnings or even bad weather, and therefore may subconsciously prefer subtler shades. Understanding these psychological nuances can help brands choose colors that appeal to specific demographics.
Color and Personality Go Hand-in-Hand
There’s a connection between personality traits and color preferences. Hallock’s research suggests that people with similar personalities tend to prefer the same colors. For branding, this means color can be used to target consumers who align with the brand’s personality. For instance, a bold, energetic brand might use red to attract adventurous, outgoing consumers, while a serene, wellness-focused brand may opt for spa-like blues and greens. For the engineers in the room… there is a distinct preference for blues and grays amongst those in your industry.
Colors Influence Emotions and Physical Sensations
Different colors evoke different emotional responses, which can have a significant impact on consumer behavior. Hallock notes that colors like blue have a calming effect, while red, as was noted above, can stimulate energy and excitement. Brands in industries like healthcare (or engineering) might use blue to promote trust, whereas brands in the entertainment or sports industry may use red or orange to convey energy and action. Aligning color choices with the desired emotional response is key in creating effective branding.
Bright Colors Encourage Action
Colors not only affect emotions, but they also influence consumer behavior. According to Hallock’s reference, bright environments with colors like red, yellow, or orange stimulate physical activity and encourage action. In marketing, using bright, bold colors in call-to-action (CTA) buttons or promotional materials can motivate consumers to engage with the brand more quickly and decisively, driving conversions.
However, do keep in mind that it’s not just about the color, but also about the stark contrast to the color palette around the CTA. If the whole page is in shades of red, black and white, then a red button probably won’t have the same effect as it would on a page of muted blues and grays.
Cool Colors to Build Trust, Warm Colors to Promote Comfort
Cool colors like blue and green are associated with calmness and focus, making them ideal for environments where concentration is key. Hallock’s research suggests that consumers in these settings may feel more at ease and focused, which is why these colors are commonly used in industries like finance, technology, healthcare, engineering, and real estate. Brands that want to create a sense of trust, clarity, and productivity can incorporate these hues into their branding.
On the other hand, warm colors like beige, pink, yellow, and even warm greens can create a sense of warmth and comfort. Hallock points out that these colors can make time feel like it’s passing more slowly, which is why they’re often used in restaurants and hospitality settings. For brands, choosing warm colors can encourage consumers to linger, relax, and feel more connected to the experience. This is truth in a brick-and-mortar setting, but also in the digital realm. This makes warm colors a great choice for podcasts, blogs, support groups, and other online communities.
Color Therapy and Brand Loyalty
Brands can use color therapy principles to build long-term emotional connections with consumers by using colors that align with their desired emotional response, whether it’s trust, excitement, or relaxation. Ultimately, the right combination of color and lighting can significantly affect how consumers perceive and interact with a brand. Even shades of the same color can have a drastically different effect on consumer reaction. Red encourages excitement and action, but pink can be used to create a calm, comforting environment where a consumer may want to linger longer.
Understanding these psychological effects helps brands design environments, logos, and marketing materials that align with their goals—whether it’s driving conversions or fostering loyalty.